KitKat urges you to ‘take a break’ from life’s tech frustrations in latest TV campaign

By: Trademagazin editor Date: 2023. 08. 18. 09:47

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KitKat is encouraging people to take a break from life’s everyday tech frustrations, such as weird security questions, remembering passwords or being added to yet another WhatsApp group, by enjoying one of the chocolate-flavoured snacks.

The campaign will be rolled out across TV, broadcaster video-on-demand, Meta, TikTok, YouTube and out-of-home, with a creative led by a tongue-in-cheek 20-second spot that lampoons the difficulties we all face in remembering our online passwords.

Channeling the confectionery brand’s iconic ‘Have a Break, Have a KitKat’ tagline, the campaign will be brought to life through the use of both long and short-form video alongside standalone assets.

Running through to November, the creative will spotlight the brand’s tried and trusted positioning as the perfect guilty, yet light treat to take a break from life’s complicated moments.

Last June, KitKat repositioned its ‘have a break’ campaign with the ‘world’s first’ AI-powered staring contest, allowing people to go head-to-head in an AI-powered staring contest with animals of all shapes and sizes.

Marketing Beat